Uncovering the elements impacting stakeholder engagement in the regional branding of North Iceland: The views and attitudes of local tourism companies
Authors
Jóhannsdóttir, Elísabet Ögn ; Laursen, Mathilde Hougaard
Term
4. term
Publication year
2018
Submitted on
2018-05-31
Pages
74
Abstract
This thesis examines what influences stakeholder engagement in the regional destination branding of North Iceland from the perspective of local tourism companies. Drawing on literature on stakeholder engagement, place branding, and DMO practices, the study analyzes qualitative interviews with representatives from 15 tourism businesses across the region, supplemented by an interview with the managing director of Visit North Iceland. Using thematic analysis, three themes emerged—Understanding, Location, and Collaboration Circles—that capture key elements shaping engagement. In Understanding, firms’ awareness of the concrete benefits of participating and the effective dissemination of information were central; participants identified a need for efficient, real-time online communication, although resource constraints at Visit North Iceland make this difficult. In Location, a sense of connectedness influenced where engagement occurs: companies in peripheral areas tended to prioritize local collaborations and associations, while centrally located firms engaged more in regional branding. In Collaboration Circles, most cooperation happened in small local circles that fostered connectedness; regional-scale coordination was largely facilitated by Visit North Iceland through specific projects that generated positivity and encouraged participation. The study contributes to theory and practice by showing how structuring collaboration through small local circles—linked and facilitated by a resource-constrained regional DMO—can support engagement and offers a practical recommendation for similar destinations.
Dette speciale undersøger, hvad der påvirker stakeholder-engagement i den regionale destinationsbranding af Nordisland set fra lokale turismevirksomheders perspektiv. Med udgangspunkt i teori om stakeholder-engagement, place branding og DMO-praksis analyseres kvalitative interviews med repræsentanter fra 15 turismevirksomheder i regionen, suppleret af et interview med direktøren for Visit North Iceland. En tematisk analyse identificerede tre temaer—Forståelse, Lokation og Samarbejdscirkler—som beskriver centrale forhold, der former engagement. Under Forståelse var virksomhedernes indsigt i konkrete gevinster ved deltagelse og en effektiv formidling af information afgørende; der blev peget på behovet for effektiv online kommunikation i realtid, selv om Visit North Icelands begrænsede ressourcer gør dette vanskeligt. Under Lokation påvirkede en følelse af tilknytning, hvor engagementet udfolder sig: virksomheder i periferien prioriterede lokale samarbejder og foreninger, mens mere centralt placerede virksomheder engagerede sig mere i den regionale branding. Under Samarbejdscirkler foregik det meste samarbejde i små lokale kredse, som styrkede tilhørsforhold; koordinering på regionalt niveau skete i høj grad via Visit North Iceland gennem konkrete projekter, der skabte positivitet og motiverede deltagelse. Studiet bidrager til teori og praksis ved at vise, hvordan strukturering af samarbejde gennem små lokale kredse, forbundet og faciliteret af en regional DMO med begrænsede ressourcer, kan fremme engagement og give en praktisk anbefaling til lignende destinationer.
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